Kraft Macaroni and Cheese, known as Kraft Dinner in Canada, is a macaroni and cheese convenience food that requires minimal preparation by the consumer. The original product, a packaged dry macaroni and cheese mix, was introduced in 1937 by the company now known as Kraft Foods. The timing of the product's launch had much to do with its success. During World War II, rationing of milk and dairy products, and an increased reliance on meatless entrees, created a nearly captive market for the product, which was considered a hearty meal for families. In several markets it goes by different names; in the United Kingdom, it is marketed as Cheesey Pasta, while in Canada, it retains its original name with the nickname KD. In Canada, Kraft Dinner has iconic status and is associated with young adults, in that it is an easy and inexpensive food for young people living away from home for the first time. Kraft Dinner is seen as inexpensive, easy to make comfort food, with marketing to highlight its value and convenience.

How to Proceed

Working in your different groups, students will identify what integrated marketing communications (IMC) actions that the Kraft Dinner brand might take to reach a selected Canadian target audience, in this case, it is primarily recent University and College grads in Canada. As the marketer for KD, you need to understand this target market, i.e. What's their MINDSET? What are their WANTS & NEEDS?

Your long-term promotional objective it to retain student customers (loyalty) after they start their careers and their income level increases.

To complete this assignment, you will need to familiarize yourself with the Kraft Canada website, which iswww.kraftcanada.com and study all their programs and partnerships.

Deliverables

Students will suggest elements of an integrated marketing communications (IMC) program and describe how these elements can generate customer loyalty for this food product using the chart on the next page. Fill in all the sections as completely as possible within the space provided on the one-page chart and submit to Dropbox by the due date.

ELEMENT OF THE IMC	IMC ACTION	HOW THE ACTION PRODUCES LOYALTY
Advertising
Personal Selling
Public Relations
Sales Promotions
Direct Marketing
Partnerships with other Canadian companies / organizations